On the evening of February 4, 2022, the Olympic torch was embedded in a huge snowflake and slowly rose at the National Stadium, and the Beijing Winter Olympic Games officially opened. At the same time, the expectations and blessings of the majority of netizens for the Beijing Winter Olympics have also turned into a spark on the Internet, converging into a shining torch, and the "I am a torch network runner" network publicity and promotion activities have come to a successful end.
According to statistics, the #I am the torch network runner # topic has exceeded 600 million readers on the whole network, and the large-scale torch network publicity and promotion activities held for the first time have created a precedent in Olympic history. As the exclusive provider of official communication agency services for the Beijing 2022 Winter Olympic and Paralympic Winter Games, Huayang Lianzhong assisted the Beijing Winter Olympic Organizing Committee and fully participated in the work of this event from the planning end to the execution end, providing multi-dimensional support such as program design, creative production, and communication execution.
A national torch escort operation that has created Olympic history
As early as June 2020, the Information and Publicity Department of the Beijing Winter Olympics Organizing Committee took the lead and jointly formed a project team with Huayang Lianzhong to carry out the design of the plan. From 2008 to 2022, the Olympic motto added "more unity" after "faster, higher, stronger", calling on the world to rely on each other and make mankind a more united community of destiny. As an Internet power, the mainland aims to carry out innovative and meaningful network torch publicity activities, so that the Olympic spirit can unite and connect everyone's mission and dreams. After more than a year of research and demonstration, it was finally confirmed that netizens have never been in the history of the Olympic Games as a "network torch runner", so that every netizen from different regions, different ages, and different industries can get together because of the Beijing Winter Olympics, and because of the "torch protection torch", they can move forward together for a common mission and good expectations.
In order to strive to achieve the participation of the whole network and the whole people, the project team and the head Internet platform, combined with the current popular interactive experience on the Internet, scientific and technological means and fashion elements, designed and produced a variety of interactive products by launching torch logos, aggregating friend participation, strengthening virtual interaction, issuing electronic certificates, and drawing prizes, etc., to stimulate the enthusiastic participation of netizens.
The theme propaganda film detonated the whole network
On January 23rd, the day of the launch of the "I am the torch network runner" activity, the theme promotional film "Gather Love, Go Together" produced by Huayang Lianzhong took the lead in detonating the whole network!
In order to ignite the empathy of the whole people, the Huayang United Team used "light" as the creative main line to produce a promotional video, showing the light-chasing figure of every athlete who gave his all for his dream on the field and the ordinary people who worked hard in life. Just as the Olympic torch lights up the light of the world, every ordinary person in life is also trying to chase the light in their hearts. Light is the direction of chasing dreams, is the original heart, confidence, determination, is the possibility of constantly surpassing the limit, it also symbolizes love, is love, is a dream on the ice and snow, is the extraordinary in the ordinary. Through energetic artistic expression and detailed presentation, the creative team and the director team let the Olympic spirit be transmitted to everyone, gather strength, and set out for the light!
This promotional video conveys the atmosphere of the Winter Olympics with an international perspective, fast-paced editing and networked content. On the day of the launch, Internet platforms including Weibo, Douyin, Kuaishou, and Station B attracted attention, and central media such as Beijing Daily, People's Daily, and Xinhua News Agency reprinted it. The next day, the propaganda film was even on CCTV, broadcasting in "Chaowen Tianxia" and "News Network", and achieved a good influence.
600 million people witnessed with us
The 13-day event received warm attention and positive response from the vast number of netizens, and the final data of various activities also created a number of "records" in Olympic history.
Nearly 30 million people received officially certified electronic certificates with unique numbers, more than 60 million people lit up the torch logo after social media nicknames, and more than 2.7 million people used exclusive Winter Olympic props to shoot short videos. Netizens participated in it through different ways such as co-production, like, forward, comment, etc., to share ice and snow stories and convey the Olympic spirit. Especially on the night of Chinese New Year's Eve, through the dream linkage with the "Spring Festival Gala", the romantic encounter between the Spring Festival and the Winter Olympics once again ignited the enthusiasm of netizens for the Winter Olympics.
Deep participation in the implementation of this "history-making" activity has given the Huayang Lianzhong project team different experiences and challenges, and everyone is demanding themselves with a more macro perspective, more innovative thinking, and more stringent standards. The Beijing Winter Olympics officially opened, and Huayang Lianzhong will continue to contribute to the presentation of a "simple, safe and wonderful" ice and snow event on the communication side.
Source: Hebei Network Radio and Television Station